7 Best Alternatives to Display & Video 360 in 2026

Why look beyond Display & Video 360

Display & Video 360 (DV360) serves as a comprehensive demand-side platform (DSP) within the Google Marketing Platform, designed for large-scale programmatic media buying across various ad formats and channels. Its strengths include deep integration with Google's ad ecosystem, robust audience targeting capabilities, and advanced brand safety tools [1]. However, organizations may explore alternatives for several reasons.

One primary consideration is vendor diversification. Relying solely on a single vendor for programmatic advertising can create dependencies and limit access to unique inventory or data partnerships available through other platforms. Pricing structures, which are typically custom enterprise models for DV360, may also lead organizations to seek alternatives that better align with their budget or operational scale. Furthermore, specific integration requirements, particularly for those heavily invested in non-Google marketing or analytics stacks, might make an alternative DSP a more suitable fit. Some alternatives offer specialized features or a different user experience that may be preferred by in-house teams or agencies with particular workflows.

Top alternatives ranked

1. 1. The Trade Desk — a leading independent DSP for omnichannel programmatic buying

   The Trade Desk is an independent demand-side platform designed for global programmatic advertising across various channels, including display, video, audio, and connected TV (CTV). It offers advertisers tools for audience targeting, campaign optimization, and detailed reporting. The platform emphasizes data-driven decision-making and provides access to a broad range of premium inventory sources. Its independence from media owners is a key differentiator, positioning it as an unconflicted partner for media buyers. The Trade Desk supports a wide array of integrations with third-party data providers, measurement solutions, and ad exchanges [2].

   Best for: Large-scale programmatic media buying, cross-channel campaign management, independent ad tech stack, data-driven optimization.

2. 2. MediaMath — an omnichannel DSP focused on performance and data integration

   MediaMath is a demand-side platform that facilitates programmatic advertising across display, video, mobile, and native channels. The platform is known for its robust data management capabilities, enabling advertisers to integrate first-party data with third-party sources for advanced audience segmentation and targeting. MediaMath focuses on driving measurable performance and offers tools for campaign optimization, brand safety, and fraud prevention. It aims to provide a transparent and accountable ecosystem for advertisers, supporting various attribution models and reporting metrics [3].

   Best for: Omnichannel ad buying, advanced audience targeting, performance marketing, integrating diverse data sources.

3. 3. Xandr Invest — a comprehensive DSP with a focus on premium inventory and TV advertising

   Xandr Invest is a demand-side platform from Xandr, a division of Microsoft, designed for programmatic media buying across digital and traditional linear TV. It offers advanced targeting, optimization, and measurement capabilities, with a particular strength in premium video and TV inventory. Xandr Invest integrates with various ad exchanges and supply-side platforms, providing access to diverse ad formats and publisher relationships. The platform emphasizes data-driven insights and aims to provide advertisers with control over their campaigns while offering brand safety and suitability features [4].

   Best for: Programmatic TV advertising, premium video inventory, cross-screen campaign management, large enterprises.

4. 4. Adobe Advertising Cloud — integrated DSP for omnichannel advertising within the Adobe Experience Cloud

   Adobe Advertising Cloud is a demand-side platform that provides tools for managing programmatic advertising across various channels, including display, video, search, and TV. As part of the Adobe Experience Cloud, it offers deep integrations with other Adobe products like Adobe Analytics and Adobe Audience Manager, enabling a unified view of customer data and campaign performance. The platform focuses on omnichannel orchestration, audience segmentation, and personalized ad delivery. It supports global campaigns and provides features for creative management, brand safety, and fraud detection [5].

   Best for: Omnichannel advertising, large enterprises using Adobe Experience Cloud, cross-device campaign management, data unification.

5. 5. Adform — an integrated ad management platform with a strong DSP component

   Adform offers an integrated advertising platform that includes a demand-side platform (DSP), supply-side platform (SSP), and ad server. Its DSP component facilitates programmatic media buying across display, video, mobile, and native formats, with a focus on data-driven campaign optimization. Adform provides advanced audience targeting capabilities, real-time bidding, and comprehensive analytics. The platform emphasizes transparency and control for advertisers, offering tools for brand safety, fraud detection, and creative management. It supports in-house ad operations teams looking for an integrated solution [6].

   Best for: Integrated ad management, in-house ad operations, data-driven campaign optimization, European market focus.

6. 6. StackAdapt — a self-serve DSP for performance-driven programmatic campaigns

   StackAdapt is a self-serve demand-side platform specializing in programmatic advertising across native, display, video, and connected TV channels. It focuses on performance marketing and offers advanced targeting capabilities, including behavioral, demographic, and contextual targeting options. The platform provides tools for campaign creation, optimization, and real-time analytics, designed to be accessible for both agencies and in-house marketing teams. StackAdapt emphasizes ease of use and offers features like AI-powered optimization and detailed reporting to help advertisers achieve their campaign objectives [7].

   Best for: Performance marketing, self-serve programmatic campaigns, small to medium-sized businesses, user-friendly interface.

7. 7. Google Ads — a primary ad platform for search and Google's owned properties

   Google Ads is Google's primary advertising platform, enabling businesses to display ads on Google Search, YouTube, Google Display Network, and other Google properties. While not a direct DSP in the same category as DV360, it serves as a robust alternative for specific advertising needs, particularly for search engine marketing (SEM), display advertising on Google's network, and video advertising on YouTube. It offers extensive targeting options, automated bidding strategies, and detailed performance reporting. Google Ads is highly integrated with Google Analytics and is often the first choice for businesses looking to leverage Google's vast user base [8].

   Best for: Search advertising, YouTube video campaigns, display advertising on Google's network, small to large businesses focusing on Google's ecosystem.

Side-by-side

How to pick

Choosing an alternative to Display & Video 360 involves evaluating your specific advertising objectives, existing tech stack, and operational preferences. Consider the following decision-making framework:

• For deep integration with an existing enterprise software suite (non-Google): If your organization is heavily invested in the Adobe ecosystem, Adobe Advertising Cloud offers seamless integration with Adobe Analytics and Adobe Audience Manager, providing a unified customer view. This can be beneficial for consistent data flow and personalized campaign orchestration across your marketing efforts.
• For an independent, omnichannel DSP with a focus on global reach: The Trade Desk is a strong contender. Its independence from media owners and broad access to inventory make it suitable for advertisers seeking an unconflicted partner with extensive global capabilities. This is ideal for organizations prioritizing diverse media buying and data partnerships.
• For performance marketing and advanced data integration: MediaMath excels in leveraging diverse data sources for sophisticated audience targeting and campaign optimization. If your primary goal is to drive measurable performance and you have complex data integration needs, MediaMath's platform can provide the granular control required.
• For premium video and TV advertising, especially linear TV: Xandr Invest, backed by Microsoft, offers particular strengths in accessing premium video inventory and integrating with traditional linear TV. This is a crucial consideration for brands with significant investments in high-quality video content and cross-screen strategies.
• For an integrated ad management platform including DSP, SSP, and ad server: Adform provides a comprehensive solution for in-house ad operations. If you're looking for a single vendor to manage multiple aspects of your programmatic advertising infrastructure, Adform's integrated approach can streamline workflows.
• For a user-friendly, self-serve DSP focused on performance: StackAdapt is a viable option for agencies or in-house teams seeking an accessible platform with robust performance optimization features. Its emphasis on ease of use and AI-powered tools can benefit those without extensive programmatic experience.
• For search, YouTube, and Google's owned properties: While not a direct DSP alternative for broad programmatic buying, Google Ads is the default choice for leveraging Google's search and video inventory. If your focus is primarily on these channels and driving direct response within the Google ecosystem, Google Ads offers unparalleled access and integration.

Finally, assess the developer experience. If API access for custom integrations, data management, or workflow automation is critical, review the specific API documentation and capabilities offered by each platform to ensure it aligns with your technical requirements.